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Taking advantage of a higher conversion rate than with smartphones and a lower cost-per click than desktop ads, search ad spending on tablets outpaced that for smartphones in the fourth quarter, according to data from Marin Software and IgnitionOne. Pew Research data shows 22% of Americans own tablets, while 45% have smartphones.

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Search advertising spend was dominated by mobile last quarter, with 59% targeted on smartphones and 41% for tablets, according to an IgnitionOne report. Smartphone search ad spend rose 71% over the past year, with tablet spend increasing by 22%.

A 71% annualized gain in U.S. paid-search spend in mobile drove an overall 22% rise in paid search among IgnitionOne advertisers in the second quarter, the company reports. Spend on smartphones rose 59%, while tablets saw a 22% gain.

U.S. marketers more than doubled their spending on smartphone campaigns in the first quarter while tablet spending surged 79% from a year before, according to a report by IgnitionOne. It also found that smartphone impressions rose 131% year-on-year, and tablet impressions were up 25%, even as the mobile cost-per-click fell 35%.

Mobile paid search advertising more than doubled year-over-year in the second quarter of 2013, even as total paid search increased 7% during the same period, according to research by IgnitionOne. Looking ahead, eMarketer predicts growth will continue, with search accounting for more than half of mobile ad spend this year.

Spending more than doubled for search ad spending on both tablets and smartphones in the first quarter, according to an IgnitionOne report. The growth came even as overall search ad spend exhibited no growth, indicating that marketers were transferring outlays from PCs to mobile devices.